Campaign: Right Thing, Right Bin
Client: Stockport Council
PR team: In-house
Timescale: August-November 2011
Budget: £12,000
Objectives
- To raise awareness of the importance of recycling and inform residents about how to use the service
- To change media perception to portray a well-organised service
- To channel calls to the contact centre online.
Strategy and plan
Together with the Greater Manchester Waste Disposal Authority (GMWDA) and waste management firm Viridor Laing, the PR team launched an initiative in primary schools located in areas with low recycling rates to educate pupils about what to put in recycling bins. It redesigned the recycling site and spread the council's message via QR codes, Facebook and Twitter, as well as iPhone and Android apps.
Measurement and evaluation
Calls to the council regarding waste dropped by almost two-thirds, while its website saw more than 1.5 million page views. About 1,500 smartphone users downloaded details using GMWDA's apps and 139 scanned QR codes.
Results
Stockport now has the fourth highest recycling rate in England. Complaints fell by 75 per cent and the increased recycling rate saved £5.2m in waste disposal costs.
